Case Background :

This case study presents how we developed a variant for Muscle Hammer that lead to a 39% lift in conversion rates!

The website is on WooCommerce Platform.

Muscle Hammer is basically a massage gun that provides deep tissue thumping massage facilitating muscle relaxation and recovery.
The company primarily sells the product in the United States of America 

Observations :

Poor utilization of social proof
While the business had amassed significant volume of reviews and testimonials, they were not leveraging that to refine the copy on their page
Poor engagement with the how to section
The "How to" section can be a good section to educate about a product like this. But, the way it was presently designed observed very little engagement. The text was very small and the design was clunky.
Poor Pricing Section
The pricing section was very weak. The choice of color as well as the copy of offer was not suitable for creating a high converting page.
Space wastage with navigation bar
In general navigation bar is not one of the most interacted with items on the product pages. It is a poor utilization of space if navigation bar is made floating.

Actions :

Introduce a hook with ratings
We leveraged the ratings that the business has garnered over the time and add that as the hook for the variant
Add Testimonial After Every CTA
To reinforce social proof and validation, we introduced testimonials after every CTA on the page copy
Enhanced Focus On Pricing
The price was not very clear in the default variant. Moreover, the Free shipping was presented as if additional charges will be applicable for Shipping. We created a challenger which enhanced the focus on pricing. Further, we simplified the message for Free shipping, plus - we added the word "Your" to enhance the sense of deal even more.
Simplified How To Section
Next We Simplified the How To section by adding static images with easy to read text. Previously the page was using a slider, which was heavy and also not properly optimized for mobile UX
Non Static Navigation Bar
Lastly, we made the nav bar non - sticky. Just do this thing if not already done - install a Heat map tool like HotJar or Microsoft clarity. Let the data flow in. Now, once you have enough data look at the heat map of your product page. Which are the top 5 most interacted items on the product page? Is there any element from navbar? Understand this thing - Navbar is an important element on the home page or collection pages, but on the product page - not so much. When you are using a floating nav bar - you are constantly dedicating valuable screen real estate to an element that is not going to be hugely converting. Further, I am not saying get rid of the nav bar. I am just saying, on the product page - make it non-floating. The space that you use can be instead used for a better converting element like the announcement bar.

Execution :

It was not a very difficult experiment to execute.

Following steps were taken :

Development in Google Optimize
Our developers made the updates directly in Google Optimize.
Split Test
We then started a 50-50 split test in Google Optimize to gather the data on the performance of the 2 variants.

Results :

The experiment was continued for 74 days, post which Google Optimize itself declared the challenger as the winner. Here are the key stats :



The test was ran for 74 Days to ensure statistical significance.



The challenger created by DataVinci outperformed default by 39%



Variant declared winner by Google Optimize with 98% probability

Closing Notes :

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